Etail Boutique Batch Opens a Contextual Commerce ShowroomAuthor:Michelle Konstantinovsky
This September, San Francisco’s Russian Hill neighborhood is going to surpass its own bar for impossible cuteness and become a little more hip. That’s because Batch, a contextual commerce company that curates the best up and coming home furnishing brands and products online, is opening its first retail showroom.
If you’re wondering what the heck “contextual commerce” means, the Batch team describes it as “the practice of creating retail environments where products are placed in non-store spaces for more intimate interactions.” In other words, forget the traditional shopping experience and prepare for something mercifully more pleasant.
“In an online-driven world we wanted to create a place where our customers could experience and interact with new products before making a purchase in a comfortable, home-like context,” said Batch founder and CEO Lindsay Meyer.
The homey space will feature a rotating assortment of brands, and the first big names to occupy shelf space are 17 Patterns, Arzu Studio Hope, Cambria, Devialet, Elvis & Kresse, Far & Wide Collective, Grown Alchemist, Helix Sleep, Interior Define, Innit, June, Kristi Kohut Studio, Kinsel Furniture, Now’s Home, Parachute Home, Robert Long Lighting, Sakara, Statuswood and Voyage & Cie.